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Kia invites aspiring directors win a 2013 Kia Soul

The Irvine automaker kicks off latest ad campaign with music video contest

by Scott McCourtneyPublished: September 11, 2012 10:30 AM

Kia Motors America has launched its latest Hamster ad campaign by giving away a new 2013 Kia Soul and other prizes. During last week’s broadcast of the 2012 MTV Video Music Awards’s, Kia aired its latest “Hamster” commercial “Bringing Down the House,” detailing the new contest for aspiring music video directors, editors and film aficionados. A panel of musicians and music video directors, including Far East Movement, Paul Hunter and Mickey Finnegan, will judge the “In My Mind” music video challenge.

This will be Kia’s fourth installment starring their little furry friends, a group hip Hamsters, to sell cars. The ad campaign is set to “In My Mind”, by Axwell Remix, with contest submissions open now until Sept. 26. Public voting will begin Sept, 7 through Oct. 4, with the winner selected in the third week of October.

“Music has played a staring role in each of the Soul Hamster spots, the mash-up and remixing trends that inspired “Bringing Down the House” lends itself to tapping the imaginations of fans of the spot and aspiring music video directors to allow them to express their creativity,” explained Michael Sprague, executive vice president of marketing and communications for Kia Motors America.

Aspiring contestants are invited to create a 90-second music video that is synchronized to “In My Mind”. Videos can be uploaded to youtube.com/kia through Sept, 26 and contestants are encouraged to share their production on Facebook, Twitter and YouTube to create “noise” to get votes that will account for 49 percent of their final score. Six finalists videos (three potential winners and three alternates) will be chosen in October and then the panel of judges will select the winning entries.


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